零售店铺形象的量表设计——从百货商店、超级市场和购物中心的角度  

Scale Designing for Store Image——From the Perspectives of Department Stores,Supermarkets and Shopping Centers

作　　者：杨宜苗[1] 

机构地区：[1]东北财经大学工商管理学院,辽宁大连116025

出　　处：《北京工商大学学报（社会科学版）》2010年第1期22-26,共5页JOURNAL OF BEIJING TECHNOLOGY AND BUSINESS UNIVERSITY:SOCIAL SCIENCES

基　　金：教育部人文社会科学项目(05JC790089);辽宁省社会科学界联合会项目(2007lslktjjx-86)

摘　　要：店铺形象结构包括商品形象、服务形象、价格形象、便利形象、促销形象、气氛形象、设施形象和声誉形象等八个因素。店铺形象二阶单因子模型在百货商店、超级市场和购物中心样本中具有普适性,而店铺形象不同维度的相对重要性在不同业态之间存在差异。零售企业可以从商品形象、服务形象、价格形象、促销形象、气氛形象、便利形象、设施形象和声誉形象中选择一个或若干要素的组合作为店铺形象塑造和优化的突破口,但其侧重点则因零售业态不同而有所差异,对于百货商店来说,可以侧重于便利形象、商品形象、服务形象或气氛形象;对于超级市场来说,可以侧重于服务形象、便利形象、商品形象和设施形象;对于购物中心来说,则可以侧重于便利形象、促销形象和价格形象和服务形象。The structure of store image has 8 factors including merchandise image, service image, price image, convenience image, promotion image, atmosphere image, facilities image and reputation image. The second-order single-factor model for store image is universally adaptable to department stores, supermarkets and shopping centers, but among different retail formats there are differences in relative importance of different dimensions for store image. Retail enterprises can select one factor or some com- bination of merchandise image, service image, price image, promotion image, atmosphere image, convenience image, facilities image and reputation image as the breakthrough point to build and improve store image, but the emphasis differs from retail formats. For department stores, they can focus on convenience image, merchandise image, service image and atmosphere image. For supermarkets, they can put more emphasis on service image, convenience image, merchandise image and facilities image. As for shopping centers, the emphasis can be put on convenience image, promotion image, price image and service image.

关 键 词：商业企业管理 零售店铺形象 企业形象量表 

分 类 号：F721.7[经济管理—产业经济]